Competitive Strategies Case Study

Anheuser-Busch: Brewing a Fresh Image

Abstract:
Anheuser-Busch is a leading American brewer with 50% market share. It offers 30 beverages in the US beer market. Budweiser, Bud Light, Michelob, Bacardi are some of its well-known brands. However, in 2004, Anheuser-Busch's revenues seemed to have stagnated as the US beer industry saw flat consumption trends, decline in volumes and higher costs. Beer's share of the US alcoholic beverage market had declined. The case study discusses how Anheuser-Busch used innovative advertising to enhance the image of the beer, create brand awareness among consumers and to differentiate their products in the beverage market.

Pedagogical Objectives:

• To discuss the dynamics of the US beer industry
• To discuss the strategies adopted by Anheuser-Busch to make a comeback.

Keywords : Anheuser-Busch; Brewing industry; Competitive Strategies Case Study; Light beer; Changing beer market; Spirits; Budweiser; Bud-Light; SABMiller; Speciality brewers; Grolsch; Adolph Coors; Grupo Modelo; Corona; Bacardi

Contents : 
Background Note
Changing Market Scenario
Effect On Anheuser-Busch
Market Competition
Turn Around Strategy
New advertising strategy
Major beer companies in the U.S.